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Seen and noted

Guest Judge: Peter Bray, founder/ECD, Bray & Co, California/NY

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    October 24, 2022 17:34 (Edited: February 17, 2023 05:19)
BEST TV
Winner: PodHER 'Thirst'. A short film that I hope gains the exposure it deserves, the dual narratives are sometimes too obviously alluded to, however the pacing and visuals of this brand piece combine to make a memorable, thoughtful ad. Social media needs to start changing the moronic algorithms that are censoring very human acts and attributes, and this execution smartly outplays the algorithms at their own game. This is long form done right.

Runner-up: Peta 'Beware the Octocurse'. A change of direction for Peta, and an advisable one. In an age where we all take ourselves far too seriously, this comedic spot actually has some great gags, creating a universe in which octopus eaters suffer a malady. The ad crams too much messaging into the last ten seconds by which point it is already job done, however this doesn't detract from a campaign that talks to, rather than at, the intended audience. I'm skipping the seafood tonite.

BEST PRINT
Winner: Tooletries 'Beard Daddies'. Don't overthink it. This print ad makes you look twice, but it doesn't take long to work it out as our brain adjusts to the unfamiliar familiarity of the image. What's more, what the ad is selling is clear, something that is often lost in print ads that have high levels of art direction. If this was a billboard, then it is a fail, but it is perfect for print. Yes, it's a gag, but it works.

Runner-up: Sabado Magazine 'Panda September 11th'. I love this bravery, pointing out a truth around there being seemingly only one September 11 that is memorable to most. The panda holding on the girder sums up WWF perfectly, while it is overwhelmed by the destruction around it. Two environments irrevocably changed, this image is haunting. I hope WWF is knocking on the creators' door.

BEST OUTDOOR
Winner: Drugs for Plants 'A Tree Pleads in Brooklyn'. Simply for its creepiness and the fact it is a talking tree, this is the winner. Memorable, relevant, and attention grabbing, it conveys a very real need in practically the only way possible. Add this one to the "absurdist ad movement" of the last few weeks. Yes, the agency that did the ad also came up with the product, but still, hats off.

Runner-up MultiOpticas 'Ant's Zoo'. In advertising we love to come up with campaign mechanics that diagnose or educate without the participant being aware. This is another one, but this time it isn't a childrens' book, it is an ant farm to identify whose vision could be improved. Ignoring the premise that all children will have an equal interest in actually trying to "see" the ants, this is a unique take on a go to tactic.

BEST INTERACTIVE
Winner: Maisa Foundation 'Recipes Against Abuse'. Using a totem or avatar to signal distress is still a smart way to start a conversation with people who are under the control of others, and this campaign in Colombia smartly introduces an ingredient to signal a woman is being abused. Turning what is often traditionally a daily chore undertaken by Colombian women into an opportunity to ask for help guarantees a level of participation, while the interactive mechanic is simple enough to ensure those that need help can get it. This campaign created very real, tangible results in a subtly creative way.

Runner-up: Testicular Cancer Society 'Wall Street Balls'. Nothing subtle about this campaign. Instead of trying to create a new behavior, the agency identified an existing one and added a modification. The social listening / response aspect took smart copywriting, and the interactive mechanic isn't overwrought. Maybe "Best Use of the Wall Street Charging Bull" will one day become its own awards category?



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This week's guest judge is Peter Bray, founder and executive creative director at Bray & Co, California / New York.

Peter Bray is the founder and executive creative director of Bray & Co, a strategically led creative and media agency that specializes in the launch and relaunch of brands, products, and services. He opened the agency in 2019 and current clients include Tide and Brooklyn Brewery.

The Australian created his first ad agency, Clear Blue Day, at age 26, then sold it when he was 32. Since then, he's led agencies and directly worked on brand campaigns that have won awards at Cannes, New York Festivals, Webby, AIMIA, Horizon, IAB, and Effies. He served as CEO of WPP's The Brand Shop and was head of digital across Saatchi & Saatchi globally. He was the managing director of Molio-the first YouTube commerce agency-and created iconic campaigns for Poo-Pourri, Wilson and beauty and skincare line Alba Botanica.

But Bray's accomplishments extend way past the 50-hour work week. He was named one of the "40 Most Influential" in Australia by Conde Naste, is a guest lecturer at the Massachusetts Institute of Technology and contributes to Forbes. He's a four-time delegate to the United Nations Social Innovation Summit, where global leaders, company decision-makers, and key research organizations from all over the world meet annually to tackle the most pressing challenges of an ever-changing world.

Bray was also the national president of AIMIA, an association dedicated to the digital media industry until 2011. The acronym stood for the Australian Interactive Media Industry Association and was best known for its annual awards, informally known as the AMYs, and ownership of the IAB. The Association for Data-driven Marketing and Advertising (ADMA) took over AIMIA, which in July 2017 was rebranded as Digital + Technology Collective. And speaking of awards, Bray has also judged the Effies, the Webbys, the IAB Awards, and the United Nations World Summit Awards.

Bray is a board advisor to NFT platform Rad, whose investors include Sony and Warner Music; and Rally, which is about to list on the NYSE.


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